The Commercial Radio Companies Association is using the London
mayoral election to promote commercial radio as an advertising medium
with an innovative campaign to encourage people to vote.
The campaign, written and produced by the specialist radio agency
Eardrum, will be broadcast free by the seven participating radio
The campaign aims to communicate to all Londoners the importance of
voting in the election on 4 May, but there are also commercial
objectives. The work is designed to show that radio is an effective tool
for communication by pointing out the benefits of using radio for social
education and in discussing local issues.
The stations involved in the project serve a wide range of London’s
demographic and include mainstream music stations such as Magic FM,
Capital FM, Capital Gold and Heart FM; niche stations such as Jazz FM,
Ritz Country and Liberty Radio, and stations appealing to ethnic
minorities, such as London Greek Radio and Choice FM.
The London campaign will also act as a warm-up for a national campaign
that will roll out next year in support of the General Election.
Paul Brown, the chief executive of the CRCA, explained: ’Commercial
radio has loyal listeners that our competitors find difficult to reach,
and considerable expertise in communicating public service initiatives.
This campaign is just one example of what we can do. Commercial radio’s
friendly and informal relationship with its listeners can help combat
voter apathy and mobilise all sections of the population to exercise
their right to vote.’